Posted on February 21, 2018 by staff

UK’s first real-time parent research tool launched


Manchester-based market research and insights agency The Insights People has launched the UK’s most comprehensive and dynamic real time research tool to help brands find out what parents think.

Set up as part of a joint venture with consumer marketing and brand engagement specialists FanFinders, Parents Insights gives companies direct access to flash trends and key data to enhance their knowledge about their target audiences’ attitudes, behaviours and consumption.

Being hailed as the number one tool in the UK for market intelligence about parents, more than 6,000 UK mums and dads will be surveyed each year, with the results compiled into four, insight-led quarterly reports centred on expecting parents and those with new-born babies, babies and toddlers.

By subscribing to Parents Insights, brands and agencies are able to access and interrogate real time data via the Parents Insights portal.

Nick Richardson is CEO of The Insight People, which recently announced it has secured a six figure investment to roll out its insight platforms.

“Parents Insights is the most comprehensive and dynamic form of market intelligence there is for brands focused on parents and families in the UK,” he said.

“With Parents Insights, we’re about talking delivering UK-first capabilities that offer brands untapped access to data that can help shape their marketing, licencing, content and product development investments.

“Many major global and UK brands are already waking up to the opportunities this offers them, and we’re excited to be collaborating with them.”

FanFinders operates the fastest growing parenting club in the UK, Your Baby Club, and brings to the table access to its two million members.

Between them, FanFinders and The Insight People already work with the likes of Amazon, DC Thomson, Egmont, Finsbury Foods, Penguin Random House, Sainsbury’s, SuperAwesome and Tesco.

“There is no doubt that in today’s increasingly competitive marketplace, up-to-date and tailored insights can be the difference between success and failure,” said FanFinders CEO Alec Dobbie.

“At FanFinders our unique method enables clients to generate specific insights, but the development of the Parents Insights tool gives clients access to comprehensive data across the entire parenting spectrum.

“The development of the portal is already anticipated by clients as the missing piece they need, with many excited to try out the clever tool via the free five-day trial.”